Cringe TV

Cringe TV

Claire Walker

Claire Walker

As the reporter begins bashing the phone against the tank, you can almost see the outline of the CEO’s fingers and toes…all firmly crossed. Unfortunately for him, that doesn’t do any good as the screen on the “unbreakable” phone, well…erm, breaks!

While this clip is certainly an amusing, there is a clear PR lesson to be learnt.

CES is the world’s biggest gadget show and every January the world’s tech media focus in on Las Vegas for a week. As such, competition for column inches is fierce and some manufacturers choose to make quite outlandish claims in order to get into the spotlight.

An unbreakable phone? It’s a bold statement alright and pitching that concept to the media was always going to be like waving a red rag to bull – with every journalist determined to break the unbreakable phone.

The moral of this particular story? Be very, very careful what you claim…especially in Vegas!

Share this story:

Read more from the blog

Blog

The rise of technology in sport

As the reporter begins bashing the phone against the tank, you can almost see the outline of the CEO’s fingers and toes…all firmly crossed. Unfortunately for him, that doesn’t do any good as the screen on the “unbreakable” phone, well…erm, breaks! While this clip is certainly an amusing, there is a clear PR lesson to […] ...Read more

Megan Dennison
Megan Dennison
Blog

Communicating in an economic downturn - a delicate matter

As the reporter begins bashing the phone against the tank, you can almost see the outline of the CEO’s fingers and toes…all firmly crossed. Unfortunately for him, that doesn’t do any good as the screen on the “unbreakable” phone, well…erm, breaks! While this clip is certainly an amusing, there is a clear PR lesson to […] ...Read more

Rebecca Graham
Rebecca Graham
Blog

PR messaging lesson: The power of 'shock value'

As the reporter begins bashing the phone against the tank, you can almost see the outline of the CEO’s fingers and toes…all firmly crossed. Unfortunately for him, that doesn’t do any good as the screen on the “unbreakable” phone, well…erm, breaks! While this clip is certainly an amusing, there is a clear PR lesson to […] ...Read more

Charlotte Stoel
Charlotte Stoel

Add a comment

This site uses Akismet to reduce spam. Learn how your comment data is processed.

Is it time to shape your reputation?

We operate in London, Paris and Munich, and have a network of like-minded partners across the globe.

Get in touch

Sign up to Spark, our newsletter

Receive thought pieces from our leadership team, views on the news, tool of the month and light relief for comms folk

You can unsubscribe at any time, please read our privacy policy for more information